The many ways to greatness
It's always good to read the IPA Effectiveness Awards cases.
One thing marketers often totally miss: there are many, many ways to skin a cat. Emotional stories, consumer behaviors, influencers, celebrities, social media, outdoor, even purpose — all *can* drive sales, share, and profit. There's not an obvious formula for advertising.
Paradoxically, another thing marketers often miss: the most effective marketing sticks to some fundamentals and follows the natural laws of how people buy and how to grow brands. So there is a *framework* for growing your brand.
That's the rub: knowing which things in marketing don't change, and which do.